According to data from L2 Think Tank, the number of US fashion brands that adopted Instagram rose 11% year over year in Q2 2015 to reach 96%, putting usage above Twitter’s 94%. The study noted that plummeting organic reach on Facebook is one key reason for heightened Instagram usage, as retail brands have turned to the Facebook-owned photo- and video-sharing service to reach consumers organically instead.

As such, among the 79 brands studied by L2, the number of Instagram followers leapt 160% during the research period. At the same time, post frequency rose 36%, hitting 10.4 posts per week, on average. And while engagement on Instagram was down 18%, its average of 0.63% was seven times higher than Facebook’s 0.09% and over 30 times more than Twitter’s 0.02%.

Iconosquare polling in October 2014 asked Instagram users worldwide why they followed brands on the social network. Respondents were most likely to do so because they loved the brand (62%). A close percentage said they followed brands that they already followed on another social network, while 54% did so to discover new things and 48% because they found the content interesting or funny.